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MRCB Exams > UCB3 Final Exam > Flashcards

UCB3 Final Exam Flashcards

1
Q

6Ciadlini - Liking

+ 5 examples of causes

A

we are more prone to be influences by people or brands we like - transference of affection (cause by: physical attraction & similarity & cooperation/reciprocity & flattery & repetition/mere exposure)

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2
Q

6Cialdini - Authority

A

More likely to follow the lead of a credible expert or authority

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3
Q

6Cialdini - Commitment & Consistency

3 instances when most effective?

A

once we have committed & or started doing something we are more inclined to go through it. Most effective when voluntary & active and public

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4
Q

6Cialdini - Reciprocity

A

we feel obliged to give back to others or accept a request after someone has given something to us

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5
Q

6Cialdini - Scarcity

A

more attractive when limited availability or when possibility to lose the opportunity to acquire them

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6
Q

6Cialdini - Social Proof

A

we look to the actions and behaviors of others to determine our own & stronger during uncertainty and similarity to us

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7
Q

anchoring

A

relying on a previous information to evaluate another

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8
Q

availability heuristic

A

judging frequency and probability of an event by how easily we can recall examples

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9
Q

Blindspot

A

Being able to recognize biases in others but not yourself

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10
Q

Brain fatigue

A

when tired & the brain resorts to ‘energy saving mode’

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11
Q

Certainty effect

A

When sure outcomes are weighted disproportionately more than they should

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12
Q

Choice architecture

A

organization to influence decision-making

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13
Q

classical conditioning

A

a reflexive or automatic learning in which a stimulus gets to evoke a response

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14
Q

clustering illusion

A

believing that inevitable clusters in random distributions represent a pattern

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15
Q

Cognitive dissonance

A

Mental discomfort experienced when we hold two contradictory ‘truths’ or when actions don’t match beliefs

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16
Q

confirmation bias

A

going for information that confirms pre-existing beliefs while avoiding non-conforming ones

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17
Q

conjunction fallacy

A

faulty reasoning inferring that a conjunction is more probably or likely than one of its elements

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18
Q

Consumer Habits

A

are purchase and consumption behaviors in daily live which are often repetitive and automative & driven by environmental cues

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19
Q

contrast principle

A

we tend to consider contrasting items as more different than they are

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20
Q

decoy effect

A

when we change our preference between 2 options when presented with a 3rd & less attractive option which makes others ‘better’.

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21
Q

Digital amnesia or google effect

A

The internet has become our external hard drive & so we remember less or differently

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22
Q

diminishing sensitivity

A

as numbers go up & we are less sensitive to the impact of its variations

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23
Q

disjunction fallacy

A

estimating disjunctive probability to be less probable than at least one only

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24
Q

EAST - Attractive

A

manage salience & use scarcity & make it fun & employ rewards

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25
Q

EAST - Easy

A

Simple messages & less options & use defaults & reduce or employ friction

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26
Q

EAST - Social

A

use social proof & highlight what the reference group is doing & encourage public commitment

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27
Q

EAST - Timely

A

do it when they are most receptive & help them plan in advance & temporal discounting

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28
Q

EAST Model?

A

Easy & Timely & Social & Attractive

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29
Q

Endowment effect

A

People attribute more value to things merely because they own them or think about owning them. Ownership increases subjective value -> increased by touch

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30
Q

Endowment progress effect

A

people are motivated to complete a journey or finish a task when given an artificial headstart (ex: loyalty card with initial completes)

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31
Q

false consensus

A

overestimating the degree to which others agree with us

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32
Q

Flynn effect

A

the consistent rise in IQ observed over the past century

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33
Q

Fresh start effect

A

people are more likely to pursue goals and engage in behaviors at certain temporal landmarks

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34
Q

Friction

A

obstacle or difficulty that increases effort and time required for a task -> decrease in likelihood

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35
Q

Fundamental Attribution Error

A

Tendency to overconsider personality-based explanations for other’s behavior rather than situational factors

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36
Q

gambler’s fallacy

A

believing that the probability of a random event is influenced by previous events

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37
Q

Habit Loop - Trigger

A

The cue or reminder that signals us into the routine

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38
Q

Habit Loop - External trigger

A

They come from outstide and the information for what to do next is within the trigger.

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39
Q

Habit Loop - Internal trigger

A

The information for what to do next is not in the trigger & it is informed through the associations in your memory.

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40
Q

Habit loop - Reward

A

The feedback that tells your brain the rootine is good - either getting something positive or avoiding something negative

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41
Q

Habit Loop - routine

A

The behavior that follows the trigger - either physical & mental or emotional

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42
Q

Habits

A

Automatic and rigid patterns of behavior in specific that you first learn through effort and repetition

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43
Q

halo effect

A

tendency to generate an impression of something based on other people or things & it ‘reflects’ on it

44
Q

hindsight bias

A

or the “we knew it all along” effect - to believe an even was predictable after the fact

45
Q

How do our decisions change when we are distracted?

A

We are more goal-oriented and price insensitive

46
Q

How to change a habit?

A

Either : Eliminate the rigger / Insert a new routine / Induce friction between trigger and routine

47
Q

How to create a habit?

A

TAM - Trigger & Ability & Motivation

48
Q

illusion of control

A

tendency to overestimate our ability to control events and our influence over them

49
Q

implementation intentions

A

strategy such as “After i do X & I will do Y to Z” & helping in behavior creation and modification.

50
Q

insensitivity to small sample

A

when we tend to overestimate the reliability of small samples & when extreme results are more likely in small samples.

51
Q

invisible correlations

A

failing to see existing correlations

52
Q

Keystone habits

A

Habits that have the power to create a chain reaction of change

53
Q

Labor perception bias

A

Tendency to think it will take more time to get something more special

54
Q

Loss aversion

A

Loss and gains are valued differently and losses cause greater emotional impact. People are more sensitive to loss.

55
Q

mental accounting

A

we place our money mentally in different accounts

56
Q

mere exposure effect

A

the more we are exposed to something & the more familiar it feels & the more we like it

57
Q

narcisstic consumers’ means…

A

Needing to feel special and appreciated & wanting exclusivity & early access and special offers & having secret knowledge & customizable or personalized products & and postable moments/products

58
Q

narrative fallacy

A

when forcing a logical link to explain facts. Stories are also much more memorable than numbers

59
Q

Neophilia

A

The desire for novel experience & which catches our attention more

60
Q

Non consistent risk preference

A

we tend to be risk averse in gains but risk seeking in losses

61
Q

Nucleus accumbens

A

Dopamine hit that is activated when we crave something

62
Q

Nudge

A

Building a choice architecture that makes it easy for people to make a decision

63
Q

operant conditioning

A

a learning process through which the strenght of a voluntary behavior is modified by reward or punishment

64
Q

outcome bias

A

tendency to judge a past decision by its outcome instead of the process back then

65
Q

Paradox of choice

A

too many options can make decisions difficult & decrease satisfaction and increase regret -> sometimes no decision

66
Q

Pluralistic ignorance

A

when a majority group privately reject a norm and assume others accept and abide by it

67
Q

Possibility effect

A

when highly unlikely outcomes are weighted disproportionately more than they should

68
Q

Prospect theory

A

Theory of decision making under risk and uncertainty where people make economic choices based on subjective value & and using heuristics and biases

69
Q

Psychologic uncomfortableness

A

when we feel we are in debt to someone and we want to settle the score

70
Q

Psychological reactance

A

Motivation to react when perceived threat or removal of behavior freedom

71
Q

randomness misunderstanding

A

seeing patterns in the random

72
Q

Reference dependence

A

Also called framing & means that we are influenced by context and the way things are presented to us

73
Q

Repeated coactivation

A

Forges direct links in memory between triggers and responses representations (associative learning)

74
Q

representative heuristic

A

judging that something belongs to a category by looking at how closely they resemble the typical member of it & without considering real probability

75
Q

salience bias

A

more likely to focus on items or information that are more prominent and easier to process & and ignoring others

76
Q

Sludge

A

Increasing friction to get in the way of people doing something

77
Q

Status quo bias

A

When we are facing possible losses or difficult decision & we have a tendency to inaction & avoiding change and staying with how things are currently.

78
Q

stereotypes

A

an examples of representative heuristics - preconceived notion about specific groups and representing every member this way

79
Q

Subjective value

A

utility that each person assigns to the object or outcome

80
Q

Sunk Cost fallacy

A

When we continue a behavior or stick with a decision & because of a previously invested resource (time & money or effort)

81
Q

superstition

A

engaging or avoiding behaviors based on irrational beliefs that the behavior could influence the outcome.

82
Q

surviorship bias

A

focusing on people or things that have succeeded and overlooking failures

83
Q

Tempral discounting or present bias

A

focusing on present costs and devaluing future outcomes

84
Q

Von Restorff effect

A

when something stands out & it attracts your attention & and you remember it better

85
Q

What are 6 ways to reduce the pain of paying?

A

Fixed fees & decoupling & prepayments & splitting & simplifying and token payment systems

86
Q

What are the 6 Cialdini principles?

A

1 - Liking & 2 - Reciprocity & 3 - Commitment and consistency & 4 - social proof & 5 - Authority & 6 - Scarcity

87
Q

What comes under prospect theory?

A

Loss aversion and reference dependence

88
Q

What comes with multi-tasking in modern human? (3)

A

Continuous partial attention & shortned attention spans and stimulation addiction

89
Q

What concepts come under loss oversion? (5)

A

Non Consistent risk preferences / Possibility & certainty effect / Endowment effect / Sunk cost fallacy / Status quo fallacy

90
Q

What do negative emotions do?

A

Limit your focus but foster systematic throught

91
Q

What do positive emotions do?

A

Change the bounds of your mind & widening the possibilities that you see and more cognitive flexibility & but analysis is more shallow

92
Q

what does anger do?

A

Promoting risk taking & impultivity & less perception of danger and relying more on stereotypes

93
Q

what does fear do?

A

promotes change and action & but also selfishness

94
Q

what does loneliness and low self-esteem cause…

A

need to feel seen & connected and relevant and increased stress and anxiety & more negative emotions

95
Q

What does pain do?

A

Reduced cognitive flexibility and ability to process new information so inadaptability

96
Q

What does sadness do?

A

Promotes empathy generosity & deep situation analysis & but also rumination and impatience

97
Q

What does scarcity activate? (4)

A

Loss aversion & anticipated regrey & status quo bias & psychological reactance

98
Q

What is in reference dependence? (5)

A

WYSIATI & contract principle & diminishing sensitivity & mental accounting & anchoring

99
Q

What is the magic word?

A

FREE

100
Q

What is the pain of paying?

A

Spending money can cause the bain’s pain center to activate -> even more with the saliency and timing of payment

101
Q

When are consumer habits strongest?

A

When under time pressure & distracted or tired

102
Q

WYSIATI

A

What you see is all there is & making decision with incomplete evidence

103
Q

Abilene paradox

A

every member in a group assume the majority abides by a behavior, and does it to follow. However, no one is actually contempt with the outcome

104
Q

Peak End Rule

A

people judge an experience mostly by how it felt at its emotional peak

105
Q

Experiencing self

A

Experiences each
moment as it comes.

106
Q

Remembering self

A

Recalls the emotional
peaks and the end of
an experience.

MRCB Exams (2 decks)

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